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is marketing strategy? How do
marketing strategies relate to business and
are the steps in the strategic planning
do these relate to the elements in a
WHAT IS MARKETING STRATEGY?
Market strategy is defined as an integrated pattern of
decisions specifying choices of markets to serve, market
segments to target, marketing activities, and the allocation
of resources to create, communicate, and deliver a product
that offers value to customers in exchanges with the
organization, and thereby results in organizational goal
Corporate strategy is concerned with the organization’s
scope and direction, taking a portfolio approach to creating
and earning value.
– to embrace the human spirit and
let it fly
– to hydrate the world
– great sleep, made simple
– to organize the world’s
information and make it universally
accessible and useful
– to improve the health and
happiness of the world
THE RELATIONSHIP BETWEEN PURPOSE, VISION,
MISSION AND SUSTAINABILITY EFFORTS
BUSINESS MODEL CANVAS TEMPLATE
planning is the process of analyzing
the situation, identifying objectives to
accomplish, deciding how to accomplish
those objectives with specific strategies and
tactics, planning for implementation, and
defining how effectiveness will be assessed.
THE STRATEGIC PLANNING PROCESS
Conduct a situation analysis
Identify a strategic opportunity
Determine marketing objectives
Describe the target market
Formulate marketing strategy
Establish implementation plan
Determine evaluation and control
Five Forces Analysis
STEP 1: CONDUCT A SITUATION ANALYSIS
1: SITUATION ANALYSIS –
PORTER’S FIVE FORCES MODEL
Market Opportunity Matrix
Growth Strategy Matrix
STEP 2: IDENTIFY A STRATEGIC OPPORTUNITY
ANSOFF’S MARKET OPPORTUNITY MATRIX
JTBD GROWTH STRATEGY MATRIX
brand or product reputation.
customer acquisition and
support relevant costs.
STEP 3: DETERMINE MARKETING OBJECTIVES
STEP 4: DESCRIBE THE TARGET MARKET
STEP 5: FORMULATE A MARKETING STRATEGY
What is marketing strategic planning?
How does strategic planning vary at each level of an
What is strategic intent? How is it different from a mission
What models are useful for performing a situation analysis?
What are the differences in the scope of opportunities and
threats versus strengths and weaknesses?
What models are useful for identifying and analyzing possible
strategic marketing opportunities?
What are the Ps in the marketing mix and how to they relate
to marketing strategy?
How do the PESTLE and Five Forces analysis
contribute to the SWOT analysis?
What models are useful for identifying and
analyzing possible strategic marketing
Why is the evaluation component of the
marketing plan necessary?
Running head: TESCO’S MARKETING MIX
Tesco’s Marketing Mix
TESCO’S MARKETING MIX
Marketing mix proves to be a vital entity in the business realm as it plays a contributory
role in success attainment (Thabit and Raewf, 2018). Businesses hastily adopt the marketing mix
as it yields wide-ranging benefits. As the market increasingly becomes competitive, it is crucially
vital to employ all the implementable strategies. For the most part, the marketing mix assumes a
central role in a business organization. It is safe to say that overstating the criticalness of the
marketing mix is an intricate task. Tesco is one of many organizations that integrates marketing
mix with its business processes. As it is, the organization has captured a broad marketing
segment. The marketing mix allows the organization to meet most of the customers' needs in
real-time. It is difficult to deny the vital significance of the marketing mix. In this regard, the
marketing mix will be explored concerning Tesco PLC to determine its place in the
Tesco and the Marketing Mix
Tesco has become a household name based on its excellent marketing strategies. Firmly
establishing itself as one of the leading supermarkets, Tesco can avert most of the market
intricacies. The organization can keep afloat amidst stiff competition. Tesco's popularity has
made the organization the go-to option for consumers in various geographic regions (Kim et al.,
2019). The organization aggressively pursues growth and scalability. International outreach and
success are attributed to the ultimate need to fulfill customer's needs. The sustenance of a
positive brand image makes Tesco the main attraction. Tesco hit new heights due to the
components of the marketing mix. The 7ps model proves useful as it is essential for the
development of business strategies. The model is utilized on a broad scale as it targets key
variables that dictate organizational success. Tesco, in this case, aligns its business objectives
with the 7ps.
Tesco ensures that a variety of products are at their customers’ disposal (Rosnizam et al.,
2020). These products range from food to electronics. Additionally, the organization renders topnotch services. An extensive product line guarantees that every potential need in the market is
fulfilled. The extension to online marketing allows the company to maximize its reach and tap
niches in the market. Delivery services are grandly crucial today more than ever. Consumers
hold convenience in high regard. Delivery services enhance customers’ satisfaction and loyalty.
The available choices at Tesco are accompanied by further alternatives such as place of origin
Offering high-quality products at low prices is Tesco’s primary objective (Rosnizam et al.,
2020). The chances of incurring a loss soar since the production of high-quality products demand
higher financial input. Although the goal may seem ambitious, it is worth pursuing. The
application of various metrics, for instance, economies of scale ensures that prices are rightly set
since it keeps the customers happy. Pricing strategy recommends organizations to customers as
long as the quality is at par. Exceeding expectations gives Tesco an added advantage due to the
differentiation effect. Old and existing brands are no match for a prime brand like Tesco. Being a
well-established brand, individuals expect high prices. However, Tesco proves this notion is
misplaced as it maintains relatively low prices. Products in smaller stores are slightly higher
given the difference in overhead costs. In addition to the utilization of economies of scale, Tesco
uses price-promotional strategies by implementing a club card. The system allows customers to
collect points to cater for future purchases.
TESCO’S MARKETING MIX
Tesco locates its stores in multiple regions around the world. The organization uses both
offline and online methods to maximize product distribution. Tesco seeks to understand its
consumers and set up the ideal stores. Accessibility is equally beneficial as suitability. The
strategic location of stores makes the stores accessible. The organization has an official website.
The website is visually appealing and easy to use. The methods of payment have similar statuses
there are overwhelming options.
Consumers find low prices and discounts highly attractive. Low-prices, top-quality is an idea
deeply ingrained in Tesco's brand image (Foabeh and Achaleke, 2020). Tesco uses both modern
and traditional means to serve advertisement and promotional purposes.
In as much as consumers value the stores' appearance, the quality of products and services
bear more weight. Understanding this phenomenon, Tesco does not spend unnecessarily to
furbish its stores. That said, Tesco keeps its stores simple and aesthetically pleasing. Product
categorization makes it easy to navigate. Tesco also values its online appearance. The website
and related interfaces are user-friendly to attract consumers.
Tesco holds its workforce in high regard, and rightly so. The employees have adept skills
rendering them highly competent. It implements programs to cater to employee needs like as
Save As You Earn. In return, employees offer the best services to consumers.
Tesco attempts to make the shopping trip short by refining and streamlining processes such
as billing services. Product acquirement is fast and easy, regardless of the preferred method.
Competent staff plays a contributory role in this desirable outcome.
Tesco's marketing mix and its Mission
Mihăiloaie, (2013) posits that Tesco's mission asserts, "We make what matters better,
together." There is a grand correlation between Tesco's mission, vision, and organizational
values. People being one of the components of the 7ps, Tesco organization makes a collective
effort to build its identity. Therefore, there is a significant relationship between the marketing
mix and the organization's mission.
Tesco's Commitment to Sustainability
Tesco is wholly committed to promoting initiatives that support sustainability. Global
climate change proves to be a formidable opponent. Tesco attempts to combat climate change
through environmental conservation. The organization ensures that its practices favor the
environment. Corporate Social Responsibility (CSR) is an integral element in Tesco's strategies
(Xinyun, 2018). It is difficult to challenge Tesco's commitment to sustainability as the company
publishes annual reports regarding its positive impacts on the environment.
In sum, Tesco has made tremendous strides over the years. Its success attainment stems
from the adoption of a fruitful marketing mix. The 7ps model plays a pivotal role in business.
Tesco takes sustainability under keen consideration as it does the marketing mix.
TESCO’S MARKETING MIX
Foabeh, P. A., & Achaleke, H. F. (2020). ATTITUDES AND PERCEPTIONS OF
SHOPPERS’GROCERY SUPERMARKET CHOICES: A COMPARATIVE
ANALYSIS BETWEEN BIG C AND TESCO LOTUS. International Journal of
Research-GRANTHAALAYAH, 8(7), 67-79.
Kim, W., Hallsworth, A., & Kim, H. (2019). On being local and being successful in Korea:
Tesco and E‐mart. Area, 51(3), 461-469.
Mihăiloaie, C. (2013, October). From vision, mission and values to KPIs at Tesco. Retrieved
January 13, 2021, from https://www.performancemagazine.org/from-vision-mission-andvalues-to-kpis-attesco/#:~:text=Tesco's%20core%20purpose%20or%20mission,key%20role%20in%20achi
Rosnizam, M. R. A. B., Kee, D. M. H., Akhir, M. E. H. B. M., Shahqira, M., Yusoff, M. A. H. B.
M., Budiman, R. S., & Alajmi, A. M. (2020). Market Opportunities and Challenges: A
Case Study of Tesco. Journal of the community development in Asia, 3(2), 18-27.
Thabit, T., & Raewf, M. (2018). The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
Xinyun, T. (2018, December). A Multimodal Critical Analysis in Business Discourse: the Case
of the Corporate Annual Report of Tesco. In 5th International Conference on Education,
Language, Art and Inter-cultural Communication (ICELAIC 2018). Atlantis Press.